JW Player launches video bidding with SpotX

Video platform JW Player has launched Video Player Bidding, a header bidding solution for video with SpotX, as its exclusive partner for 12 months.

Video Player Bidding is purpose-built for digital video. The innovative solution allows JW Player’s publisher customer base to access SpotX’s demand marketplace as well as its ad serving capabilities.

According to JW Player: “Header bidding is the practice by which publishers can simultaneously garner bids for ad impressions from multiple demand sources at once, before calling the ad server. As more marketers have adopted programmatic media buying strategies, publishers have learned that traditional, waterfall-based methodologies prevent them from maximising inventory rates.

“This shift began in display advertising, and publishers leveraging header bidding have experienced greater yield on their ad inventory. However, the potential of header bidding has yet to be fully realised in digital video due to the difficulty of implementation and fragmented nature of the marketplace.”

“JW Player develops leading-edge software for the world’s top publishers and content creators,” said Brian Rifkin, co-founder and SVP, Strategic Partnerships of JW Player.

“When we developed the Video Player Bidding product, we surveyed the market to find a market-leading partner who could bring significant, immediate demand to our publishers and chose SpotX. We are excited about the value that this will unlock across the ecosystem.”

By integrating directly into the video player, the ad decision is made server-side before a viewer hits play, vastly reducing latency, leading to higher fill rates and greater ad revenue. Buyers can also access valuable video metadata (such as content data) before they bid, thereby increasing the value of the opportunity and ultimately maximising CPMs. Additionally, publishers will have server-side access to 65+ DSPs, driving demand and giving advertisers access to premium inventory that was previously unavailable.

“We firmly believe that close collaboration and joint development between two video-first technology companies is exactly what the industry needs, and we’re thrilled to be partnering with JW Player’s talented team,” said Sean Buckley, Chief Revenue Officer at SpotX. “Publishers will finally have a more efficient header bidding solution for video, and will be empowered to monetise effectively without the hassles they may have experienced in the past.”

Penske Media Corporation, owner of top tier media properties including Rolling Stone and Variety, is one of the first publishers testing Video Player Bidding.

“The new JW/SpotX partnership will introduce a great ad product much needed by the industry today,” said Brian Levine, VP, revenue operations at Penske Media Corporation.

“Video monetisation is quickly becoming the most important aspect of a publisher’s programmatic strategy, and it’s nice to see the two leaders in their respective specialties bring a simple, elegant solution to the marketplace.”

The Video Player Bidding integration is currently in beta and will be made available to a select group of joint JW Player and SpotX customers on March 1, 2018.